Cathay to splash Australia on screens

Cathay to splash Australia on screens

Cathay Pacific is the latest airline to sign a major marketing deal with Tourism Australia, with both parties set to invest $2 million in 2015.

The deal will see Hong Kong’s national carrier promoting Australia to key international markets, as well as providing tickets to support key TA marketing activities, including flying more than 200 travel agents from North Asia to attend the Corroboree Greater China event on Hamilton Island which kicks off tomorrow.

The agreement also covers joint marketing activities in China, Hong Kong, Japan, Korea and the UK as well as destination content on Cathay Pacific’s in-flight entertainment system.

Some 1.5 million Chinese travellers are expected to visit Australia by 2020, making it the biggest source of international visitors the country, overtaking New Zealanders.

TA managing director, John O’Sullivan said it was a first for the organisation to sign a ‘multi-market deal’ with Cathay Pacific.

“Cathay Pacific is one of the world’s most respected airlines and an aviation partner we’re very keen to work with, especially given the strength of their footprint within North Asian. The deal provides a strong platform to further grow inbound tourism from some of Australia’s most important inbound visitor markets,” he said.

Corroboree Greater China will host 400 delegates, including 200 of Greater China’s top travel agents, Australian tourism operators and travel media and represents one of the largest annual international trade events staged in Australia.

During their stay delegates will participate in a three-day workshop, followed by a day exploring the Great Barrier Reef and tourism attractions of the Whitsundays. The Greater Chinese agents will then spend five days on familiarisation visits, between them visiting every state and territory.

Qantas broke off its $50 million partnership with TA in late 2012, after ceo Alan Joyce accused the group of trying to sabotage the airline, news reports claim.

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